Design: creative platform
Project Type: Produced
Client: Endeavour Drinks
Product Launch Location: Australia
Packaging Contents: Beer
Packaging Substrate / Materials: Glass Bottle
Printing Process: Lythographic and screen printing
Stubbie – a nod back to the good old days.
We took inspiration from the days when shorts were short and mullets were long. New Stubbie Beer looks and tastes how an Australian beer should; smooth, balanced and stubbornly refreshing. As many of the traditional Australian mainstream beers are viewed as “the beer my dad buys”, Stubbie is designed for a new generation of Aussie beer drinkers with a traditional style that is more appealing to the lifestyles of today.
Brewed for Pinnacle Drinks by the award-winning Gage Roads Brew Co in Western Australia with homegrown hops and malt, Stubbie is a great tasting beer that makes a ripper thirst quencher. Stubbie is a Kölsch-style beer, giving it a light-flavoured drinkability.
The identity is centred around the iconic brown bottle, with a screen print label style to communicate the idea of ‘simpler times’. It was important to make sure the identity balanced tradition in a new modern way. The brown bottle colour worked best, contrasting with a bright blue cap. This became the colour palette and a way to express the refreshing style of beer. To launch the “Stubbornly Refreshing” platform, we simplifed the idea that “good things in life don’t change” whilst tailoring our message for a modern consumer to make it ‘their brand, not their dad’s beer’.
The branded campaign launch was designed to communicate the new brand in an authentic and humorous way to connect with younger Australian beer drinkers. On street posters and digital campaigns were created to be more direct at a grass roots level.
The simple screen printed label really let the brown bottle shine as the icon.